goods

Is it possible to brand a thrift store stocked with donated goods and make it a look like a place where you’d want to shop? Goodwill in San Francisco is doing just that by giving its in-store signage, website and fleet of trucks a complete makeover.

On Friday, Peru officially launched a brand for the country, by stringing its new logo across the front entrance of the New York Stock Exchange. Gone are the old logo and slogan, “Land of the Incas.” In its place is a new identity developed by the British firm, FutureBrand, which also created Australia’s country brand in 2003.

The adoption of the spiral letter “P” wordmark represents the country’s bold move toward raising its identity internationally, not just as a tourist destination, but as the source of a broad line of export goods.